5 Things to Remember When Delivering Great Experiences | CX Strategy Retail Customer Experience

You already know that creating great location experiences for your customers is an important part of your business strategy. If you need more proof, consider that 80% of customers believe that the experience a company provides is just as important as the product or service it provides. A Square study found that during the pandemic, 92% of customers missed out on experiences shopping in stores or going to places they couldn’t shop online.

Additionally, McKinsey research found that during the 2008 financial crisis, “customer experience leaders experienced a shallower recession, recovered more quickly, and achieved 3X total shareholder returns over the long term compared to the market average. for.”

But too often, retailers implement what they think their customers want instead of what they really want. Let’s look at the JCPenney example. But the CEO didn’t try to figure out what was wrong with JCPenney’s target audience of his users and longtime customers. He simply changed the entire customer experience in the store, including store layout, signage, coupons, and cash payment methods. This kind of experience was at odds with the brands people knew and loved, and the strategy didn’t work. JCPenney’s stock price fell 50% in 2012, sales fell 28% in the fourth quarter of 2012 alone, retailers lost his $427 million to new The CEO has resigned.

So what do customers believe creates a great experience? Looking at 5-star reviews on Yelp and other customer review sites can tell you what to focus on in your physical store. This helps create a memorable experience that keeps customers coming back for more.

5 factors that create a great customer experience

Are you focusing on these five things when creating in-location experiences for your customers?

atmosphere: Many of the top reviews speak of the great atmosphere in the restaurants and retail outlets they have been to. Start by focusing on providing your customers with a fun, engaging, and unique atmosphere unlike any other. Think about the interactivity, learning, and community atmosphere that Apple has created within its stores, or the atmosphere of Starbucks Reserve Roastery stores. Creating a great atmosphere for your customers can be as simple as keeping your place clean and well-stocked. Alternatively, you might add interactive kiosks or screens, product demonstrations, special signage or lighting, or something else that creates an atmosphere you won’t find anywhere else.

customer service: Another important factor mentioned in 5-star reviews is excellent customer service. Good customer service keeps customers for life, and bad customer service can lose them forever. Good service is about helping customers find the product they’re looking for and going the extra mile to walk to the shelf and get the product. Keep customer service at the forefront of your training and reiterate the importance of stopping to help your customers. Plus, make sure you’re giving your employees the tools and technology they need to provide excellent customer service. A friendly salesperson can only do a lot if the old inventory system says a product is on the shelf when it really isn’t.

personalization: Customers want personalization, with 78% saying they’re more likely to buy from a brand if offers are targeted to their interests and needs. How can you create personalization in a physical store? Use cameras in self-service kiosks to identify the persona of the customer using the camera and provide personalized suggestions. Similarly, many clothing stores are using smart mirrors and AI to suggest products based on the customer’s appearance. A customer can be checked in upon entering the store or have offers and coupons sent directly to her smartphone when she logs on to her Wi-Fi inside the store.

have the right product or service: It may not seem like it, but providing customers with the right products is part of creating a great store experience. As mentioned earlier, you need to keep your technology up to date so that your inventory system reflects what’s actually on your shelves. Supply Today Problems in his chain can definitely affect availability of stock so please train your staff to be able to suggest backup his items in case a product is not in stock . That way, customers can continue to leave positive experiences.

Providing smooth visits: Finally, your customers want a quick, easy, and painless experience, so put in place the systems and tools to make it happen. Have an employee help out, or provide a self-service her kiosk to help customers find what they’re looking for. Streamline the cash-out experience by providing easy access to personalized merchandise and offering contactless payment or self-checkout options.

Create an amazing experience today

Looking to build a great location experience for your customers?

Start by focusing on these five elements. This makes your brick and mortar store unique and makes customers want to shop there, have a great experience and want to come back.